Agents need warm leads like prospective customers before
they can market their emails. You can use organic and paid lead generation
methods to collect these leads, including social media advertising, networking,
and referral nutrition. Once these leads are collected, agents use a series of
sequences of autoresponders, newsletters, and behavior-driven emails to market
each lead until they become a customer.
Together with the sequence of autoresponders — also called
drip marketing— real estate marketing consultants
often send monthly newsletters with listing highlights, fun event details for
their farm area, educational information about the real estate industry, and
more background about their brand. The main purpose of these newsletters is to
keep the agent top-of-mind for all leads. Finally, email marketing for real
estate often employs behavior-driven emails that are sent whenever a lead takes
some action on the website of an agent. The most common behavior triggering an
automatic email is to view a specific listing on the website of the agent; the
email follow-up immediately reaches out offering further details of the
property with a suggestion to set up a show or attend an open house. This moves
a lead closer to buying or selling.
Rules for better email
marketing for real estate campaigns:
First impression must be good: Competition for leads from
buyers and sellers is fierce, but for business you don't want to look
desperate. Make sure you're personalized, professional and easy to work with.
Make your unique value— your knowledge of real estate, industry experience, and
marketing expertise — known quickly without snubbing.
Call readers to action: Like all good marketing messages, a prominent
call to action (CTA) should end with real estate marketing emails. Your CTA may
be an offer to schedule a phone call or in-person meeting, an invitation to
connect to LinkedIn or other social media, or an invitation to add you to your
address book so that other emails from the newsletter do not end up in your
spam folder. Whatever your CTA, at the end of each email, give your lead
something to do.
Educate the audience: To help educate your leader, you can
post content such as infographics that highlight market data — use a free
service such as Canva to create eye-catching infographics — links to
interesting news articles about your local market, tips for home improvement,
recent sales or new listings, open house invitations, or news and advice on mortgages.
Focus always on their needs and interests— not on your own.
The emails should be entertaining: A newsletter on interest
rates and a medium price per square foot can get dull pretty quickly for people
who don't work in the real estate industry, so be sure to spice up your
newsletter with fun local events, holiday greetings, or new local restaurant
reviews. You can also include information about you participating in charities
or local events. This is a great way to warm them up by showing what you love —
the human side of you as an agent.
Do not sell your service: There's no faster way to end up in
the trash of someone than constantly pushing for a sale. No one likes to be
considered as a sign of the dollar. Invitations to open houses and promote new
and recently sold listings should be included, but first try to keep your
emails focused on educating and entertaining. Recall that you are building a
relationship.
Become personal after the sale: The last thing most people
want to read about is the real estate market, so avoid sending your regular
newsletter or buyer and seller emails to former customers. Instead, to remain
top of mind, you can send more personal emails spread farther apart. Reaching
out to see how things work out or sending holiday or birthday greetings on the
anniversary of their move will remind your former clients that they were more
than a paycheck.
Digital Marketing Real Estate is
an organization that has helped many customers buy, sell or rent their favorite
property at the right value. The company looks to dominate the industry by
continuing to serve its customers with an organized process and highly
qualified professionals under their belt.